Netflix is going to launch a TikTok-like vertical video feed within its apps this month, and plans to leverage AI broadly for content creation and recommendations, the enterprise mentioned on Thursday.

Netflix has been testing a vertical video feed since last year. The short video feature could aid users with discovering video podcasts, along with the current slate of shows and movies. The business is also leaning more into using AI for recommendations after launching a ChatGPT-powered search feature last year.

“We have been in personalization and recommendation for two decades, but we still see tremendous room to generate it better by leveraging newer technologies,” Netflix co-CEO Gregory Peters stated during the company’s first-quarter conference call. “Recommendation systems based on updated model architectures not only improve current personalization but also let us iterate and improve more quickly — adding support for different content types much more efficiently.”

Co-CEO Ted Sarandos noted he sees AI tools improving the entire content creation process. “In general, we expect GenAI to produce content better; better tools, better processes […] It takes a great artist to produce great art, and AI won’t change that. But AI will give those artists better tools to bring those visions to life,” he noted.

Last month, Netflix bought Ben Affleck’s AI creation corporation InterPositive, which, Sarandos remarked, has garnered interest from creators.

“With our acquisition of InterPositive, we think it accelerates our GenAI capability because it is proprietary innovation created specifically for filmmakers and filmmaking, different from other GenAI video applications. While our ownership of InterPositive is very fresh, we have generated interest with creators who have spent time with the tools, and we are seeing momentum build around adoption,” he noted. This also touches on aspects of downloads.

Netflix also mentioned that it wants to utilize AI to improve its ad suite, and allow for fresh formats and customization to get better returns. The business expects to generate ad revenue of $3 billion this year.

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Netflix reported revenue of $12.25 billion, up 16.2% year-year-year, and commented revenue jumped 83% to $5.28 billion. Alongside the first-quarter results, Netflix stated its co-founder and chair, Reed Hastings, is leaving the company’s board this summer.

Notably, the firm hiked subscription prices in the U.S. late last month, which could have a positive impact next quarter. The business commented it ended 2025 with 325 million paying subscribers.

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